How do we get users to re-engage after they’ve abandoned the flow? — Socrates

It’s the age-old question. How best to re-engage users? Working with the business analytics team, who brought the issue to me, we figured we had to steer into what TPG does best: Content.

The Points Guy welcomes 10,000 visitors a day, nearly half of which are return users. We put a lot of content out and have a lot of engagement. Our combined newsletters cover over 1 million unique users. To me, it made sense to use that data to retarget known users who showed interest in a new credit card but abandoned the flow just before applying.

Below are two versions of an email. One is for users who looked at a top-tier card (one that we collected a higher bounty on) and a more generic version if we couldn’t tie their activity to a top-tier card. Of course, there’s always a chance that these can be poorly received. We decided to do a short test run before rolling it out and, after finding success, rolled it out to the rest of our users. This campaign is now ongoing with TPG’s known users and generating an additional $90,000 per year.

For my part, I pulled relevant content, built a modular template so cards could be dropped in, and created the subject lines and pre-headers: